All Stories

  1. The Role of Interdependent Self-Construal in Increasing Donation Behavioral Intention: Underlying Processing Mechanism of Impression Motives

    Article • Journal of Current Issues & Research in Advertising, July 2019, Taylor & Francis

    Yoon-Joo Lee

  2. Gender differences in arousal priming effects on humor advertising

    Article • International Journal of Advertising, December 2018, Taylor & Francis

    Yoon-Joo Lee

  3. Empowerment or alienation: Chinese and Korean immigrant mothers’ perception of mobile media in constructing their social role and facilitating parenting practices in the US

    Article • Mobile Media & Communication, April 2018, SAGE Publications

    Yoon-Joo Lee

  4. Role of variability in cultural dimensions across generations in the context of CSR advertising in an East Asian market

    Article • International Journal of Advertising, February 2018, Taylor & Francis

    Yoon-Joo Lee